QR Code Qriousity: Ideas to demonstrate their potential (part 4)

Over the past few weeks we’ve been looking into a few different applications for QR Codes in marketing and media, from QR Code magazines to integrated campaigns to the worlds of Art and Fashion. In this final post for the series I would like to look at the future uses for QR Codes.  Technologically, QR Code readability is becoming a focal point, with Apple and Google heavily promoting this feature and the new Blackberry Messenger 5.0 has revealed the QR Code scanning is one of the key features. So if the technology is improving, then I think it’s about time marketers get ready for applying the codes in innovative ways. Here’s a few ways how..

Integrated Marketing Communications
QR Codes are effectively the bridge between the offline and online world. They are what I like to call the “glue” that can integrate offline media (print, TV, outdoor, etc) with online media. QR Codes provide an easy way to transfer consumers from an offline to an online experience. In doing so, they provide a means for marketers to test and measure the effectiveness of offers and print media being used. For brands, by guiding consumers effortlessly across media, it means brands can maintain a ubiquitous brand presence that is not restricted by media – they can literally be anywhere, anytime so long as there is an internet-enabled mobile phone, PDA or PC.

Some of the best applications for continuing the customer experience across mediums would have to be those associated with new movie promotions and music album launches. QR Codes have been increasingly been applied to the promotional campaigns for new cinema releases, with the codes often taking people online to view a trailer, download ringtones, book tickets, and find out more information. Leveraging the hype and intrigue into the very soon to be released movie, 9, QR Codes featured prominently in the promotional campaign – by snapping the codes users are able to view the movie’s trailer, look-up show times, and buy tickets and mechandise.

In music, Green Day recently integrated QR Codes into magazine advertising, posters, stickers, outdoor ads, and even the cover of their CD promoting their new album, 21st Century Breakdown. Those people who snap the codes are take to an exclusive site where they are able to download images and videos, listen to music, and connect with other fans.

Product & Service Info
One great application for QR Codes is to provide customers with product or service information on packaging or store fronts. In Japan, fast food brands have been printing the codes on their food’s packaging to provide customers with nutritional and ingredient information.

CitySearch has been trialling the use of the codes on more than 500 restaurants, shops and businesses in San Francisco. Customers snap the QR Code to bring up the CitySearch review of that store, business or restaurant. I think this application for restaurants is great – think about any time you’ve been out and about looking for a new place to eat, we all know you can’t judge a book by its cover, so wouldn’t this be a great way to help you make the decision to go in.

There has also been a lot of talk about using QR codes to provide tourist location based relevant content, and connecting them to the web to deepen the traveller experience. Tourism companies have been incorporating the codes into signage at tourist locations, which when snapped bring up a 15 to 20-second audio snippet of what you’re looking at.

Sampling

Again, Japan is leading the way when it comes to using QR Codes with promotional sampling efforts. Earlier this year, Coca Cola Japan gave away free bottles of two new teas with a QR Code promotion. How it worked was ingenious – customers simply snapped the QR Code on advertisements using their mobile device and then when they wanted their free tea all they would have to do it hold up their mobile device to a vending machine that accepts payments via mobile. The vending machine recognises the mobile coupon and gives the customer a free tea. We’re a bit behind the 8 ball when it comes to using our mobiles for payments on vending machines but the potential for sampling are clearly demonstrated in this application.

Other Applications
As there are so many other uses and applications I would hate to miss on my last QR Code post (for now anyways…), I’ve just listed some of them below:

• Business Cards – a QR code could take people to your company’s website or your profile on LinkedIn.
• Booking Appointments – some businessess such as doctors’ offices and hair and beauty salons are using QR Codes to enable their clients to book appointments over their mobile phones. This is great if the office is closed when you pass it or if you’re in a rush and can’t wait around to make your appointment with the receptionist.
• Adminstration – online interactive Canadian passport application forms have integrated a dynamic QR code that changes as you complete the form. The code stores all the applicant’s information and when scanned by the government processing centre, to accurately upload the applicant’s information and to allow for much faster application processing times. This video shows how the code works and changes over time.
• Event Ticketing
• Integration with GPS to drive customers in store – this interesting video below shows how a QR Code in a magazine, when scanned, can provide you with GPS directions to the nearest Mazda dealership:

A New Barcode
Then on the other hand, maybe QR Codes is old news (they have after all been around for a while now) and maybe they’ll be surpassed by a new superior form of barcode. Some of the most exciting developments on this front are coming from our own backyard. Scientists from Edith Cowan University in Western Australia are developing a 2D barcode which may make the QR Code null and void. This high capacity Mobile Multi-coloured Composite (MMCC) 2D-barcode has been designed to disseminate high capacity mobile phone conent via existing print and electronic media, without the need for network connectivity. This means that consumers will be able to use the barcodes to gain instant access to complex information such as product and service information, transport timetables, etc withough having to connect to the internet. By taking the internet out of the equation, these new codes may be the way forward for communicating information to consumers that does not require the interactivity of the internet.

It’s an exciting time for mobile marketing and marketing alike. There are numerous variables that determine the future of QR Codes in Australia. One thing that is for sure that marketers will need to play a pivotal role in finding ways to get consumers involved. If you have any comments or ideas on the future of QR Codes please share them in the comment box below.

Main image by adactio.
About The Defectors

Jenine Wong is a Director of The Defectors. The Defectors are a boutique marketing agency specialising in social media marketing, intelligent web design & development, SEO, email marketing and online marketing.

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